It is propping up the rest of their business (which is doing very well but like others have said has very low or negligible margins).

If anything, they could leverage their cloud tech further in the consumer space by developing uses for it beyond just video streaming (could be other uses but this is the main one I am aware of). I think we've seen that with Echo and a next-gen version could easily do more as an assistant, an all encompassing one for any digital support needs. Perhaps also stream games a la PS Now.